The Business Strategy on Retail Customers:A Case Study of a Consumer Product Company

• Main Authors: Hsiao-Fen Cheng, 鄭小芬
• Other Authors: 蔡揚宗
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/72200609135667346934

碩士 === 國立臺灣大學 === 會計與管理決策組 === 96 === In the past, Consumer Product Companies put lots of their efforts and resources in product innovation and marketing aiming for fitting consumers’ need. However, the development of modern trade in Taiwan nowadays forces the Consumer Product Companies to extend their focus to trade management. This thesis conducted a review of Taiwan Retail Industry, starting from the introduction of the general industry environment and its development history. Following is the case study of a multinational Consumer Product Company, covering the brief of the sales situation, the channel structures and the challenges in front of the company. Some of the managerial projects/tools are to be introduced and the implementation results will be also shared. We will find that all the tools used have one thing in common. That is to pursue the management efficiency and long-term sustainable growth, in the end the profit. However, the most important is to have good communication/ relationship with their customers and have good implementation capability; otherwise, no matter how excellent the strategy is, it’s no way to solve the problems.